A Tale Old as Wine

An artifact of an older, smaller, and kinder world, Vroman’s Bookstore is a beloved Pasadena institution, and for good reason. When asked about her tenure at the helm, CEO Allison Hill readily reminisces about the devout patrons who arrive like clockwork for weekly book clubs, the first dates and subsequent in-store proposals, and the parents who return yearly, holiday shopping for their growing families. But as Vroman's keeps one foot planted firmly in the past, Hill is taking it boldly into the future. 

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This November, as Vroman's enters its 125th year, a cozy corner of the bookstore has been rebuilt into a beautifully designed wine bar, called The 1894. Named for the year Vroman’s first opened its doors, the space features nods to the bookseller’s history throughout. A rolling library ladder offers access to the tall, well-stocked shelves of wine, and old-world bank lamps light the tables with a warm glow. Chalkboards detail upcoming events alongside quotes pulled from well-known works of literature and framed photographs of founder Adam Clark Vroman adorn the walls.

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The drink list features varietals unique to California and the Pacific Northwest as well as beer from local L.A. breweries. If you’re feeling peckish, choose from a selection of charcuterie boards, olive plates, or something from the modest pairing menu with combinations like wine and chocolate or beer and truffle fries.

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Hill has several events in the works for the new 800-square-foot space, trivia nights and wine tastings among them. Select author signings, a staple of the Vroman’s event calendar, will now start at The 1894 before readers head up to the second floor. For Hill, the wine bar is about continuing the strategic growth that has sustained the store for 125 years.

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“The world has changed so much when you talk about brick-and-mortar retail, so we keep enhancing the physical experience for customers so that they have different reasons to come here,” Hill says. “Because if they’re looking to save a few bucks they can buy anything I sell online for less money—I can’t compete with that. But what I can do is create this very valuable, rich experience.”

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Reading a book with a glass of wine in hand is one of life’s greatest and simplest pleasures and we now have the perfect place to indulge. 

Originally published in Pasadena Magazine